G&M holiday card tests poorly, is scrapped

Scrooge-like focus groups have killed G&M Plumbing’s hopes for a holiday card this year. The agency sent several concepts into “online focus group testing and mall intercepts,” but all of them were found wanting—even this card with the puppy in the Santa hat. Agency execs say they may have a workable card by sometime in February. Says a G&M strategic planner: “Next year we plan to get ideas in front of client marketing people in early fall so that we can analyze the results and make changes before the holidays.”